The Beauty Upstart With a Radical New Way of Talking to You

On a wall in Glossier's conference room hangs a framed white napkin with the beauty brand's guiding principles scrawled in red lipstick: Inclusive, Innovative, Clever, Fun, Thoughtful. Not the most radical words, per se, but they begin to explain how this completely digital company has built an online following so rabid that, for a period of time last year, its eyebrow product had a 10,000-­person wait list.